CQUniversity Unit Profile
TOUR20022 Destination Planning and Management
Destination Planning and Management
All details in this unit profile for TOUR20022 have been officially approved by CQUniversity and represent a learning partnership between the University and you (our student).
The information will not be changed unless absolutely necessary and any change will be clearly indicated by an approved correction included in the profile.
General Information

Overview

In an increasingly competitive global tourism market, planners, destination management organisations and industry stakeholders are being challenged to provide services for tourists whilst maintaining a unique brand, character and competitive advantage for the destination. This unit is designed as a capstone to the preceding units in the Master of Sustainable Tourism Management course. It draws in the knowledge gained from the core introductory, environmental, economic, marketing and socio-cultural units to critically consider how to sustainably manage destinations through developing in students an advanced understanding of destination governance, branding, sustainable planning and management.

Details

Career Level: Postgraduate
Unit Level: Level 9
Credit Points: 6
Student Contribution Band: 10
Fraction of Full-Time Student Load: 0.125

Pre-requisites or Co-requisites

There are no requisites for this unit.

Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).

Offerings For Term 1 - 2017

Cairns
Distance

Attendance Requirements

All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Class and Assessment Overview

Recommended Student Time Commitment

Each 6-credit Postgraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Class Timetable

Bundaberg, Cairns, Emerald, Gladstone, Mackay, Rockhampton, Townsville
Adelaide, Brisbane, Melbourne, Perth, Sydney

Assessment Overview

1. Written Assessment
Weighting: 40%
2. Practical and Written Assessment
Weighting: 30%
3. Presentation and Written Assessment
Weighting: 30%

Assessment Grading

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University’s Grades and Results Policy for more details of interim results and final grades.

Unit Learning Outcomes
On successful completion of this unit, you will be able to:
  1. describe and critique a range of strategic concepts and theories and their application to sustainable destination planning and management;
  2. critically evaluate the role of destination management and marketing organisations and other stakeholders in the sustainable development of tourism destinations;
  3. analyse and navigate the process of developing destination management plans that effectively interact with and inform the legislative framework; and
  4. using practical examples, identify and evaluate the key features required for the development of a sustainable tourism destination.
Alignment of Learning Outcomes, Assessment and Graduate Attributes
N/A Level
Introductory Level
Intermediate Level
Graduate Level
Professional Level
Advanced Level

Alignment of Assessment Tasks to Learning Outcomes

Assessment Tasks Learning Outcomes
1 2 3 4
1 - Written Assessment - 40%
2 - Practical and Written Assessment - 30%
3 - Presentation and Written Assessment - 30%

Alignment of Graduate Attributes to Learning Outcomes

Graduate Attributes Learning Outcomes
1 2 3 4
1 - Knowledge
2 - Communication
3 - Cognitive, technical and creative skills
4 - Research
5 - Self-management
6 - Ethical and Professional Responsibility
7 - Leadership
8 - Aboriginal and Torres Strait Islander Cultures

Alignment of Assessment Tasks to Graduate Attributes

Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8
1 - Written Assessment - 40%
2 - Practical and Written Assessment - 30%
3 - Presentation and Written Assessment - 30%
Textbooks and Resources

Textbooks

Prescribed

Resort destinations: Evolution, management and development

(2009)
Authors: Bruce Prideaux
Elsevier
Oxford Oxford , UK
ISBN: 978-0-7506-5753-2
Binding: Paperback

IT Resources

You will need access to the following IT resources:
  • CQUniversity Student Email
  • Internet
  • Unit Website (Moodle)
Referencing Style

All submissions for this unit must use the referencing style: American Psychological Association 6th Edition (APA 6th edition)

For further information, see the Assessment Tasks.

Teaching Contacts
Allison Anderson Unit Coordinator
a.c.anderson@cqu.edu.au
Schedule
Week 1 Begin Date: 06 Mar 2017

Module/Topic

Introduction to Destination Planning and Management

Chapter

1

Events and Submissions/Topic

Week 2 Begin Date: 13 Mar 2017

Module/Topic

Sustainable planning concepts across contexts

Chapter

2

Events and Submissions/Topic

Week 3 Begin Date: 20 Mar 2017

Module/Topic

Governments, governance, policy and regulation

Chapter

Events and Submissions/Topic

Week 4 Begin Date: 27 Mar 2017

Module/Topic

Tourism planning

Chapter

3

Events and Submissions/Topic

Week 5 Begin Date: 03 Apr 2017

Module/Topic

Field trip: Walking tour of City

Chapter

Events and Submissions/Topic

Vacation Week Begin Date: 10 Apr 2017

Module/Topic

Chapter

Events and Submissions/Topic

Week 6 Begin Date: 17 Apr 2017

Module/Topic

Networks and informal planning

Chapter

Events and Submissions/Topic

Assessment 1.

Case study: Scales of tourism planning in your city


Written Assessment Due: Week 6 Friday (21 Apr 2017) 3:00 pm AEST
Week 7 Begin Date: 24 Apr 2017

Module/Topic

Developing the destination product

Chapter

4

Events and Submissions/Topic

Week 8 Begin Date: 01 May 2017

Module/Topic

Placemaking, positioning and branding urban places

Chapter

6

Events and Submissions/Topic

Week 9 Begin Date: 08 May 2017

Module/Topic

Placemaking, positioning and branding natural areas

Chapter

7, 8, 9

Events and Submissions/Topic

Assessment 2 due.

Field trip report: What businesses the city needs to attract to improve the experiences of tourists


Practical and Written Assessment Due: Week 9 Friday (12 May 2017) 3:00 pm AEST
Week 10 Begin Date: 15 May 2017

Module/Topic

Community planning and engagement

Chapter

Events and Submissions/Topic

Week 11 Begin Date: 22 May 2017

Module/Topic

Planning for resilience

Chapter

5

Events and Submissions/Topic

Week 12 Begin Date: 29 May 2017

Module/Topic

Review

Chapter

Events and Submissions/Topic

Assessment 3 due.

Group presentation: Destination management plan scoping presentation


Presentation and Written Assessment Due: Week 12 Monday (29 May 2017) 12:00 pm AEST
Review/Exam Week Begin Date: 05 Jun 2017

Module/Topic

Chapter

Events and Submissions/Topic

Exam Week Begin Date: 12 Jun 2017

Module/Topic

Chapter

Events and Submissions/Topic

Assessment Tasks

1 Written Assessment

Assessment Title
Written Assessment

Task Description

Case study: The scales of tourism planning in your city.

Tourism planning is conducted by a range of people at a range of scales in tourism cities. At the site scale, tourism (and non-tourism) businesses are responsible for planning (or non-planning) activities that directly influence the experience of tourists. At one end of the site scale is the tourist experience of a tour desk on a main street, and at the other is an integrated resort such as Atlantis the Palm in Dubai. At the destination scale, local governments or other associations are often responsible for the management, planning and marketing of a place, but these are often disjointed between what is economically lucrative and what contributes most effectively to the destination product. Similarly, at a regional scale, there are often many disjoints between industry priorities and the regional tourism product. For example, mining developments in Gladstone, Queensland satisfy different economic priorities at a local, state and federal government level, and these have a direct impact on the Great Barrier Reef and its World Heritage status, which is critically important for tourism. These examples can extend to national and supra-national scales (such as the Mekong River Delta).

Using the example of a tourist city familiar to you, conduct a critical case study to identify six key issues for tourism development and planning: two at the site scale, two at the destination scale, and two at the regional scale. Drawing on theories discussed in this unit, justify why these are issues and draw conclusions on whether examining a place from a range of scales is useful or not destination planning and development.

Word count: 3000 words


Assessment Due Date

Week 6 Friday (21 Apr 2017) 3:00 pm AEST


Return Date to Students

Monday (1 May 2017)


Weighting
40%

Assessment Criteria

Evidence of critical thought about the scales of tourism planning

Application of tourism planning theories to thinking

Effective communication

Use of suitable examples

Use of appropriate academic references


Referencing Style

Submission
Online

Learning Outcomes Assessed
  • describe and critique a range of strategic concepts and theories and their application to sustainable destination planning and management;
  • critically evaluate the role of destination management and marketing organisations and other stakeholders in the sustainable development of tourism destinations;
  • using practical examples, identify and evaluate the key features required for the development of a sustainable tourism destination.


Graduate Attributes
  • Knowledge
  • Communication
  • Cognitive, technical and creative skills
  • Research
  • Self-management

2 Practical and Written Assessment

Assessment Title
Practical and Written Assessment

Task Description

Field trip report: Destination development

Drawing from the lecture material in this unit, your readings and your notes and observations on the walking tour field trip in week 5, write a field trip report describing the current product mix in the destination and make substantiated recommendations to develop the destination. Identify what key businesses and/or services you think the destination needs to develop and make suggestions on where and how you think they should be encouraged to establish in the city.

Word count: 1500 words


Assessment Due Date

Week 9 Friday (12 May 2017) 3:00 pm AEST


Return Date to Students

Monday (22 May 2017)


Weighting
30%

Assessment Criteria

Evidence of critical thought about destination development

Effectively substantiate your argument

Effective communication

Use of suitable examples

Use of appropriate academic references


Referencing Style

Submission
Online

Learning Outcomes Assessed
  • using practical examples, identify and evaluate the key features required for the development of a sustainable tourism destination.


Graduate Attributes
  • Knowledge
  • Communication
  • Cognitive, technical and creative skills
  • Research
  • Self-management

3 Presentation and Written Assessment

Assessment Title
Presentation and Written Assessment

Task Description

Group Presentation: Destination Management Plan Brief

Imagine you are a Destination Management Organisation (DMO) such as a local council. You are seeking tenders for a five year Destination Management Plan (DMP) and have called a meeting of interested consultants to invite them to tender to produce it. You have 15 minutes to give an overview of the destination, the key prospects for development you are anticipating within the next five years, some examples of other DMPs you think are worth looking at and what you expect the DMP to contain as a final document.

Your team, which is a group of up to three students, is responsible for the effective development, presentation and delivery of this brief, including a one-page document hand-out with the relevant information for them to take away. Innovation is always good, so be creative with how you present this, as long as the information is clear.


Assessment Due Date

Week 12 Monday (29 May 2017) 12:00 pm AEST

Presentations will be made throughout this week.


Return Date to Students

Review/Exam Week Friday (9 June 2017)


Weighting
30%

Assessment Criteria

Evidence of team work

Evidence of understanding the key elements of a Destination Management Plan

Effective communication

Innovative and/or insightful presentation

Use of suitable examples

Use of appropriate academic references


Referencing Style

Submission
Online Group

Submission Instructions
Email presentation and handout to unit coordinator directly

Learning Outcomes Assessed
  • analyse and navigate the process of developing destination management plans that effectively interact with and inform the legislative framework; and
  • using practical examples, identify and evaluate the key features required for the development of a sustainable tourism destination.


Graduate Attributes
  • Knowledge
  • Communication
  • Cognitive, technical and creative skills
  • Research
  • Self-management
  • Ethical and Professional Responsibility
  • Leadership

Academic Integrity Statement

As a CQUniversity student you are expected to act honestly in all aspects of your academic work.

Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.

When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.

Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.

As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.

What is a breach of academic integrity?

A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.

Why is academic integrity important?

A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.

Where can I get assistance?

For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.

What can you do to act with integrity?